How the layout of a donation form affects conversion rate - NextAfter
Human Coalition

How the layout of a donation form affects conversion rate

Experiment ID: #15

Human Coalition

Experiment Summary

Timeframe: 09/16/2014 - 09/23/2014

The out-of-the-box defaults for Online for Life’s donation system results in giving arrays that consist of radio buttons. Given the amount of text that accompanies each giving option on the form, these radio buttons tend to clutter the form and make it hard to operate on a mobile phone. We wanted to test a new way of laying out the same information.

Research Question

Regular buttons will increase the conversion rate given their increased ease of use both for reading and selecting.

Design

C: Radio Buttons
T1: Designed Buttons

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Radio Buttons 1.2% $67.10
T1: Designed Buttons 1.9% 59.9% 90.0% $105.00

This experiment has a required sample size of 2,258 in order to be valid. Since the experiment had a total sample size of 3,156, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The new buttons resulted in a 59.9% increase in conversion rate and were also able to increase the average gift by 56.5%. This proved how the new method for displaying the donation options made it easier for donors to understand. As a result, the gift had more value to the donor resulting in a net increase of 150.2% revenue.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #15

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.